KOL, AOL's service for kids, is partnering with DIC Entertainment to co-produce a three-hour block of Saturday morning TV programming on corporate rival CBS. Called "KOL's Saturday Morning Secret Slumber Party on CBS," the branded block will premier Sept. 16 and include "Dance Revolution," a dance competition hosted by Rick Adams, the host of KOL's online radio show.
"Dance Revolution," meant to promote healthy activity, will support existing DIC programming such as "Madeline" and "The Animated Trollz," plus its new cartoon series "Horseland." Additionally, KOL is creating public-service announcements on healthy eating, featuring its "Princess Natasha" cartoon character, to air on TV and online.
KOL and DIC will also develop an interactive Web site to accompany "Slumber Party," featuring games, program clips and behind-the-scenes features.
Earlier this year, KOL licensed its "Princess Natasha" series to corporate sibling Cartoon Network.
Andy Heyward, chairman-CEO, DIC Entertainment, said the deal is meant to produce cross-promotional opportunities to "increase on-air viewership and provide our clients with an effective way to reach kids."
DIc sales staff
Earlier this year, DIC organized it own sales staff, under the direction of Karl Kuechenmeister, to sell ads on CBS. Under the current agreement, DIC buys the air time and sells all the ads during the block. Specific ad deals have yet to be announced.
DIC said it will seek guidance on all "Slumber" programming from children's media experts, educators and pediatricians affiliated with the DIC Educational Advisory Board.